Baaghi 2 – The Story Behind The Success
Bollywood’s latest high-octane action flick, Baaghi 2, opened to a phenomenal record breaking Rs. 25.10 crore on day one! Over the weekend, and by the mid of its first week, Baaghi 2 had crossed the 100-crore mark! Behind the skyrocketing success of this film is the massive torque generated by a well-planned, thoughtfully crafted and effective marketing campaign.
Marching Ants, renowned across the industry for their creative expertise with films, was given the mandate for promoting the film in print, outdoor and static mediums while Trigger Happy, a creative agency known for creating exceptional promotional trailers and video marketing strategies was mandated for the movie’s video-based promotional content and theatrical trailers.
Sajid Nadiadwala, the producer of Baaghi 2, commented about the marketing plan of his film. He says, “Rajeev and Amit understood mine and my director, Ahmed Khan’s vision completely. As a franchise we needed to take a huge leap forward in the film’s marketing. Their initiatives took shape well over a year before the movie’s shooting was even scheduled. They powered the movie with striking content across platforms, which instantly connected with the audiences and paved the film’s path towards success.”
Rajeev Chudasama, the co-founder of Marching Ants, elaborated on the creative strategy, “At the core of our strategy was the positioning of Baaghi 2 which was blue printed around 10 months before the film was slated to release. Post that our task was to constantly create engaging pieces of art and ideas that would enthrall, engage and pique the audience’s interest and generate organic conversations around Baaghi 2 and Tiger.”
Turnover numbers might enjoy the spotlight now, but the first Baaghi 2 promo was trending at #1 on YouTube for over 60 hours, with over 60 million views on YouTube, Facebook, and Hotstar.
Amit Chandrra, the Chairman and Managing Director of Trigger Happy told us, “Baaghi 2 was the easiest campaign to work on for us at Trigger Happy. Sajid Sir gave us a one line brief, that his film has action, but not without emotion. That is what we followed while making the trailer of the film and the subsequent visual promotion campaign, and it is exciting to now see the film break records and do so well at the Box Office.”
Also speaking about the marketing strategy of Baaghi 2, ShikhaKapur, Chief Marketing Officer (Fox Star Studios) said ,“Trigger Happy and Marching Ants are creative partners who understand our marketing vision and enable its creative orchestration through campaigns. Their immaculate understanding of films and business acumen only propels their creative strengths. We look forward to creating many more milestones together.”